Samsung owned the 2025 market in Europe, and the Galaxy was the region’s top-selling phone. Apple gained an upper hand in the fourth quarter, given the iPhone 17’s release, but the thunder didn’t help much against Samsung.

According to Omdia, the European smartphone market declined by 1% in 2025 to 134.2 million units. Samsung led Europe mobile phone market in 2025, and Galaxy A56 was the region’s top-selling smartphone.

Samsung remained Europe’s largest smartphone vendor in 2025, with shipments marginally growing to 46.6 million units. Apple grew 6% to 36.9 million this year, reaching a record-high 27% market share in Europe.

Europe’s bestseller belonged to Samsung, but the situation was entirely different in the US. Apple iPhones remain the top-selling phone stateside. Samsung manages to get its Galaxy A1x model ranked in the top 10 chart.

Xiaomi ranked third with 16% market share as it declined 1% to 21.8 million units. Motorola remained fourth despite declining 5% to 7.7 million units. HONOR climbed into Europe’s top five as it grew 4% to 3.8 million units.

Europe’s five largest smartphone vendors continued to gain combined share, reflecting the importance of scale for long-term success in the region.

According to Runar Bjorhovde, Senior Analyst at Omdia:

In 2026, concerns around memory pricing have created a challenging outlook. In Europe, which made up just 10.8% of all smartphones shipped worldwide in 2025, the biggest question is which vendors are most likely to prioritize the region if hit by price increases or supply shortages.

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